Most successful design is beautiful, functional and reflective...can you tell stories about it?

Uses the example that Google uses multiple O's in their search results. This is a subtle design solution, many won't even notice it.

One of the most powerful things Don said was.....pleasant things work better!

Humans have a visceral level of processing....it is the subconscious level.

We have adapted through biology to like bright colors, dislike bitter taste, scolding voices and loud sounds, etc.

------you can make choices in design that correspond with this visceral level of processing

There are some things that we buy not for the actual functional but instead for the way they look, and use them for a different purpose than they are intended for

The middle level of processing is called the behavioral level. It is also subconscious, and Don points out that actually most of what we do is subconscious. Behavioral design is all about feeling in control, which includes usability and understanding of the product.

The third level of processing Don discusses is the reflective level. It is that "little voice" in your head that is watching over everything. He uses the example of the Hummer and an expensive watch, which you buy in order to impress people, not because it performs better.

Question for Don: How has your understanding of design evolved to where you now view it in this way? Has the relationship between beauty and functionality changed what you believe is "good design"?